WEBINAR #4 IN THE AUDIENCE & REVENUE SUMMER SERIES: CUSTOMER INTELLIGENCE AND RETENTION STRATEGIES THAT BUILD PROFITABLE AUDIENCES
Thurs., Aug. 17
2:00-3:00 PM EDT
Description: This session digs into the strategies enabling news media companies to allocate marketing investments toward those high-value households that are more likely to respond and which are much more likely to retain relative to the overall market. This data-driven approach results in improvements in the costs to acquire an annual unit of circulation, and a substantial increase in the overall rate of retention among new starts.
The discussion will then turn to an equally essential part of the overall strategy to further reduce subscriber attrition through better execution and quantitatively proven tactics to build the brand and reader loyalty.
The presenters will share how they acquire and apply the data and execute the action plan. This combines into overall strategy that is working to retain print and digital subscribers across markets for publications of all sizes.
Todd Peterson, VP of Circulation, Albany Times Union and Publisher, Capital Region Weekly Newspapers
Phil Schroder, Head of Brand and Buzz, Group Audience VP, McClatchy
Moderator: John Murray, VP, Audience Development, News Media Alliance
John Murray is the Vice President of Audience Development at News Media Alliance.